Check Out Manuela Vitulli’s Story

Today we’d like to introduce you to Manuela Vitulli.

Hi Manuela, so excited to have you with us today. What can you tell us about your story?
I’m Manuela Vitulli, and I come from Bari, in Puglia — the heel of Italy’s boot. Until a few years ago, it was a place most people outside Italy had never heard of, but it’s becoming known worldwide now, including in the US, where more and more travelers are discovering Puglia for their vacations.

Growing up here in the deep south of Italy, becoming a travel writer wasn’t exactly a realistic path — there weren’t many models for what that could even look like. I actually studied physiotherapy and graduated with top marks. But I had this persistent urge to write, so in 2012 I started a blog. At the time, that was a pretty unusual thing to do, especially coming from where I did.

Slowly, article by article, I built an audience and reached results I never could have imagined. I started collaborating with tourism boards on trips to Thailand, the United States, Kenya, South Korea, Japan, China, Austria, Switzerland, France, and many other destinations. I worked with brands like MICHELIN Guide and American Express, and with magazines I’d always admired — Elle, Vogue, Vanity Fair. Awards, 2 books, talks, interviews followed — and of course, social media, Instagram especially, played a huge role in getting my work seen.

Over 13 years later, I still love what I do, but I’ve also learned to keep questioning why I do it. What’s my purpose now? I want to help people travel more ethically — to visit a place gently, with respect. But just as importantly, I want to show that you don’t have to leave your roots behind to build something meaningful. Sometimes, staying can be its own kind of adventure — and who knows, maybe your own hometown is just waiting for its moment to take flight too, the way mine did.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It hasn’t been a smooth road at all. One of the first challenges was simply getting people to understand that this wasn’t a hobby or a game — it’s a real job that demands an enormous amount of energy. It’s not easy, and burnout can hit you before you even realize it’s happening. Staying grounded, keeping your feet on the ground, becomes essential.

Another big challenge has been building relationships with major brands while not being based in Milan, which is Italy’s main hub for everything digital. That takes a lot of patience and dedication — you have to work harder to be seen and taken seriously when you’re not where the industry expects you to be.

But the hardest challenge of all has been staying afloat after 13 years in this field. The landscape keeps shifting — from blogs to social media, then TikTok and reels, and now artificial intelligence. The language of this industry never stops changing. Staying relevant, staying sharp, and continuing to be respected in a world now saturated with content creators and travel and lifestyle influencers is genuinely difficult. Building credibility and a solid reputation is the most important thing you can do in this field — and honestly, sometimes it’s also the hardest.

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I define myself as a storyteller, first and foremost. I started as a travel blogger back in 2013 with “Pensieri in Viaggio” (“Thoughts in Travel”), but over the years my work has evolved into something broader: I’m a content creator, a communication consultant for tourism boards and destinations, and an author — I’ve written two books, including “Viaggio Sentimentale in Puglia,” a personal journey from Gargano to Salento that reflects how deeply tourism in my region has changed over the past decade.

I specialize in destination storytelling — helping tourism boards, hospitality brands and hotels, and destinations tell their story in an authentic, contemporary way. I’m known for a writing style that’s direct and emotionally honest rather than polished or formulaic, and for always bringing things back to a sense of place and roots, even when I’m writing about the other side of the world.

What I’m most proud of is having built a body of work almost entirely from Puglia, without ever needing to move to Milan, which is usually considered a requirement in this industry in Italy. I’ve also had the chance to speak at TEDx Barletta and various industry events, and to see my work recognized locally — including an award from the Mayor of Bari for my contribution to promoting the region internationally.

What sets me apart, I think, is that I never stopped being a “physiotherapist who fell in love with writing.” I didn’t come from a media or communications background — I built this from scratch, learning as I went, staying close to my own voice instead of imitating a format. And I never let go of my roots: everything I do, in some way, circles back to Puglia and to the idea that where you come from can become your greatest asset, not your limitation.

How do you think about happiness?
Doing my job. Speaking foreign languages — especially Spanish, I love Spanish — meeting people and connecting with the world, and showcasing it all on my channels. This fills my life and my heart with joy.

Contact Info:

• Website: https://manuelavitulli.com/
• Instagram: https://www.instagram.com/manuelavitulli
• Facebook: https://www.facebook.com/Pensieriinviaggio
• LinkedIn: https://www.linkedin.com/in/manuela-vitulli-456022a5/
• Twitter: https://twitter.com/Manuela_Vitulli
• Youtube: https://www.youtube.com/channel/UCjC3EZqpfVfU6YTlu1z7rYQ

Image Credits
LUCA PEZZOLO – only for “Cina-Chongqing-tempio”